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PH TOURIST SECTOR SOARS IN 2024 UNDER THE MARCOS ADMINISTRATION
The Department of Tourism (DOT) reported robust growth in the tourism sector this year, attributing the progress to reforms and flagship programs under the Marcos administration.
Secretary Christina Garcia Frasco noted that Philippine tourism gained much more this year compared to last year in terms of spending by foreign tourists, and even exceeded the data recorded in 2019 before the COVID-19 pandemic stopped global travel.
Repeat Visitors: Quality tourists love The Philippines
Frasco said a comparative survey of tourism spending per capita in the ASEAN conducted by the World Travel and Tourism Council (WTTC) would show that international tourists coming into the country spend at least 2,073 USD per capita.
“Therefore, beyond quantity, we are attracting quality, yielding more revenues for our stakeholders, (and) more jobs for our people. And as we have focused on elevating the quality of tourism in the Philippines and diversifying our tourism products, tourists are staying longer in the Philippines,” said the tourism chief.
Compared to the average of 9 nights in 2019, tourists are now staying an average of over 11 nights in the country, according to the tourism chief.
“Data would show that 70 percent of tourists coming to the country are repeat visitors. Truly, our tourists have come to Love the Philippines with a higher spend, longer stay, and repeat visits,” announced Secretary Frasco.
Record-breaking tourism revenues and employment
From January to December 15, 2024, Frasco said international visitor receipts surged to P712 billion, marking a 119% recovery from the P600 billion recorded in 2019. This further advances the robust economic performance of Philippine tourism.
The tourism chief noted that the April 2024 Labor Force Survey shows that 16.4 million Filipinos are employed in tourism, representing 34% of total employment in the first quarter, benefiting directly or indirectly from tourism.
“These figures highlight the pivotal role of tourism in generating livelihoods and uplifting communities nationwide and certainly show the impact of Philippine tourism in terms of job generation. The Department of Tourism remains steadfast in its mission to generate quality employment opportunities for Filipinos across the country,” said Secretary Frasco.
Based on the same survey, CALABARZON (2.9M) leads with the most number of employed in tourism, followed closely by NCR (2.8M), Region III (2.5M), and Region VII (1.6M), highlighting the extensive reach and impact of the tourism sector and emphasizing the vital role that tourism plays as a key driver of livelihood and economic growth.
“As we continue to strengthen the country’s tourism industry, the DOT is committed to creating even more opportunities for Filipinos over the years by diversifying our tourism offerings, promoting both established and emerging destinations, and ensuring that every region reaps the benefits of a robust and inclusive tourism economy,” added the tourism chief.
Domestic Tourism on the rise
With a remarkable performance in terms of tourism revenues in the past two years, the Philippines was hailed as “the largest domestic tourism market in Southeast Asia” in 2023.
The World Travel and Tourism Council (WTTC) commended the domestic tourism industry of the Philippines for “strength and resilience” coming from the COVID-19 pandemic that halted international travel, according to Tourism Secretary Christina Garcia Frasco.
According to the World Travel and Tourism Council (WTTC) report, the Philippines has the largest domestic tourism market in Southeast Asia, with a valuation of USD 52.1 billion (approximately Php 2.90 trillion) in 2023.
“The Philippines’ tourism performance on the domestic front is also quite phenomenal, as attested to by the World Travel and Tourism Council (WTTC). According to the WTTC, the Philippines stands out as having the largest domestic tourism market in Southeast Asia, with a valuation of 52.1 billion US dollars as of 2023, and it is projected to reach as much as 66.2 billion dollars by the end of this year. This figure underscores the strength and resilience of our domestic tourism market, which has been pivotal in driving recovery and growth post-pandemic,” enthused Secretary Frasco.
Pro-tourism climate under PBBM
Secretary Frasco stressed that the law establishing a Value-Added Tax (VAT) refund mechanism for non-resident tourists, which she described as a “groundbreaking law” recently signed by President Ferdinand R. Marcos, Jr., would “significantly enhance the Philippines’ appeal as a premier tourism destination.”
Under Republic Act 12079, tourists can claim a refund on purchases made in accredited stores worth P3,000, provided these goods are taken out of the country within 60 days of purchase.
“The Department of Tourism has also advocated together with its partner government agencies for necessary changes in national policies and legislation to foment a climate of tourism investment and tourism spending. Therefore, we are elated to welcome President Ferdinand R. Marcos, Jr.’s signing of the Create More Bill, which is now law, which we anticipate will further increase tourism investments from the encouraging numbers of 2023,” said the tourism chief.
“By allowing tourists to receive tax refunds on their purchases, we’re sending a powerful message: the Philippines is ready to align with global standards while supporting local communities and local businesses. It is also projected that this matter will drive tourism spending by as much as 29.8% percent,” she explained.
Meanwhile, tourism investments reached over Php 508.8 billion pesos, over 51% of which could be attributed to the accommodations sector in 2023.
“In addition, the DOT this year has ensured tourism development – in terms of infrastructure – would be expanded “to as many islands as possible by investing heavily in these infrastructure,” declared Secretary Frasco.
The said goal resulted in the Tourism Champions Challenge, wherein 15 local government units across the country were awarded by President Marcos with grants worth P255 million to be funded by the DOT’s infrastructure arm Tourism Infrastructure and Enterprise Zone Authority (TIEZA). One of the winners, namely the Legacy of the Sea Project in Silaki Island, Bolinao, Pangasinan, broke ground recently.
The Tourism Chief added that aside from the 10 Tourist Rest Areas (TRA) – one of the DOT’s flagship projects under her term – already built, the agency will add 22 more TRAs across tourist destinations in the country.
She also highlighted the importance of connecting the Philippines to more people and destinations. For instance, she reported the “Tourist Assistance Call Center (TACC), which was established in October of last year, has received over 11,700 transactions from 70 countries, demonstrating its effectiveness as a reliable platform to assist both local and international travelers.”
Moreover, she commended efforts to make the country connected to more destinations with the launch of more direct flights to the Philippines particularly from neighboring Thailand, France, and the United States.
Optimistic despite headwinds
Secretary Frasco also acknowledged that Philippine tourism faced many “headwinds” or challenges – which she maintained were beyond the DOT’s control – that prevented it from reaching international arrivals, especially from certain markets.
“Over the course of the past year, we have faced many adversities, from the headwinds of economic, environmental, and geopolitical forces beyond our control, to budgetary constraints and visa liberalization delays vis-à-vis our competitors,” she said.
The Tourism Chief has been lobbying before fellow government agencies for the enforcement of more liberal policies for granting visa entry. The suspension of the electronic visa system by the Department of Foreign Affairs negatively impacted the projected arrivals from China. On the other hand, the Department of Tourism’s convergence with the Bureau of Immigration and the Department of Justice resulted in the Cruise Visa Waiver program, providing seamless entry to the Philippines for cruise passengers. The DOT has also actively supported the implementation of the electronic visa or e-visa program for travelers from India.
Despite the said inhibiting factors, Secretary Frasco maintained the DOT has “graduated from measuring tourism merely on the number of people arriving but rather on the more important numbers,” namely the longer duration of stay of foreign tourists, their frequent visits, and their generous spending while visiting the Philippines’ tourist wonders.
“We will strive to continue to excel in the tourism numbers that matter, and we will work even harder than we have so Philippine tourism continues to stand as a beacon of pride for our nation and a testament to the strength of our culture and heritage and our identity as Filipinos,” she declared.
As the Philippines ushers in the New Year 2025, Secretary Frasco declared the DOT would be unwavering in making sure the country’s tourism industry will prosper with the help of both government and private tourism stakeholders.
“As we start this new year, I am filled with optimism and unwavering belief in our vision under President Marcos. With the invaluable support of our tourism stakeholders, to whom we are extremely grateful, the DOT is committed to executing relevant tourism programs that not only elevate our nation’s global standing but also ensure tangible benefits for every Filipino,” she said.
The Tourism Chief added, “In terms of the numbers that truly matter—tourism employment and tourism revenues—we are witnessing exceptional growth, demonstrating that our efforts are translating into real, lasting impact. We invite everyone to join us in this meaningful purpose. The Philippines is more than a destination; it is an opportunity to nurture livelihoods, foster communities, and pave the way for sustainable development.”
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Published:December 31, 2024
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